Your work is the engine

How “spreadable” is your work?

If you build it like an engine, very:

• Advertising is the alternator: It gets things started. You don’t need many people to respond if each spreads your work to others they know.
• Your work is the engine: It keeps things moving. Work that’s designed to be spreadable spreads itself. If you have to peddle, you did it wrong.

How can you make your work more spreadable? The answer lies beyond “a bigger ad budget”.